The story of how a salt brand and rock band came together to make one of the year’s most viral music videos.

How does a century old salt brand suddenly become culturally relevant?

By unlocking the power of partnership.

That’s just what Morton Salt did when they joined forces with Ogilvy & Mather and OK Go to produce “The One Moment” music video. The intricate and innovative video was one of the breakout hits of 2016 and inspired Morton Salt to loosen the grip on their brand. The video launched Morton’s first-ever master brand platform – “Walk Her Walk” – and helped to reignite the Morton brand inside and out.

In this panel discussion, Toby Daniels (Founder & Executive Director, Social Media Week), Denise Lauer (Senior Director, Communications & Corporate Brand Strategy, Morton Salt), David Hernandez (Executive Creative Director, Ogilvy Chicago), Adarsh Alphons (Founder & Executive Director, ProjectArt), and Damian Kulash of the band OK Go lifted the veil on the creation of “The One Moment” music video and provided attendees at #SMWLA a behind-the-scenes look at what the power of partnership can do to jump start your brand.

‘The Power of Partnership: How a Salt Brand and Rock Band OK Go Came Together to Make One of the Year’s Most Viral Music Videos’ was also the first #SMWLA event that made availabl on Facebook Live.

Watch the entire session here:

Further analysis and commentary from ‘The Power of Partnership’ session

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